ABSTRACT
Sport marketing addresses the satisfaction of sport consumer needs with sport products and services. In this chapter, we examine the role of marketing in sport and its specificities. A sport marketing plan contains a variety of marketing mix elements. The chapter’s primary goal is to address sport marketers’ information needs for the design, and execution, of their marketing strategies. As a result, the chapter analyses the services marketing mix (the 7 Ps), with a special focus on the role of sponsorship in the promotion of sport products and services.
